Since Indonesia entered the industrial era 4.0, various types of information have spread rapidly, including information about clothing products or better known as fashion trends. Fashion trends in Indonesia are now increasing along with the times so competition has begun to emerge in the world of fashion. Fashion brands in Indonesia are starting to think of various ways to promote their products so they won't lose out on competitiveness, one of which is by using the brand ambassador method. This study aims to describe the objective of knowing the influence of brand image and brand ambassadors on purchasing decisions at Erigo Company. This research is quantitative research with a survey method conducted on people who know Erigo products. The sampling technique was carried out using a non-probability sampling technique through a purposive sampling method and a total of 400 respondents were obtained. Data analysis was carried out using descriptive quantitative and multiple linear regression analysis. Referring to the results of the descriptive analysis, the overall brand image variable is 84.45% and is included in the very good category. Brand ambassador variable of 81.73% is included in the good category and Purchase Decision of 84.81% is included in the very good category. The results of multiple linear regression analysis on the influence of brand image and brand ambassadors on purchasing decisions simultaneously is 77.4% while the remaining 22.56% is influenced by other variables not examined in this study. Through the results of this research, it is hoped that it can make a reference for companies to increase the number of sales through brand image and brand ambassadors.

Index Terms- brand image, brand ambassador, purchase decision, erigo